While moving image advertising has been around us, everywhere, for at least a century, the topic has tended to be overlooked by cinema studies. This far-reaching new collection makes an incisive contribution to a new field of study, by exploring the history, theory and practice of moving image advertising, and emphasising the dynamic and lasting relationships between print, film, broadcasting and advertising cultures.In chapters written by an international ensemble of leading scholars and archivists, the book covers a variety of materials from pre-show advertising films to lantern slides and sponsored 'educations'. With case studies of advertising campaigns and archival collections from a range of different countries, and giving consideration to the problems that advertising materials pose for preservation and presentation, this rich and expansive text testifies to the need for a new approach to this burgeoning subject that looks beyond the mere study of promotional film.

Advertising has played a central role in shaping the history of modern media. While often identified with American consumerism and the rise of the 'Information Society', motion picture advertising has been part of European visual culture since the late nineteenth century. With the global spread of ad agencies, moving image advertisements became a privileged cultural form to make people experience the qualities and uses of branded commodities, to articulate visions of a 'good life', and to incite social relationships. Abandoning a conventional delineation of fields by medium, country, or period, this book suggests a lateral view. It charts the audiovisual history of advertising by focussing on objects (products and services), screens (exhibition, programming, physical media), practices (production, marketing), and intermediaries (ad agencies). In this way, the book develops new historical, methodological, and theoretical perspectives.

In 1923, Victor Sj str m (1879-1960) got an offer from Goldwyn Pictures to come to Hollywood. This was nothing unusual for a successful European director: -Metro's bring - ing them in by car load , as Photoplay stated in 1926. At the time, Sj str m was Sweden's most renowned director, who had become world famous for his austere and naturalistic film style. Sj str m stayed in Hollywood for seven years and made nine films. What happened during those years to the characteristic style that he had developed in Sweden? How was it transformed by Hollywood? Did he maintain any of his stylistic particularities from the Swedish period? How were his Hollywood films received by the American and Swedish critics? This portrayal of a European in Hollywood reveals how Sj str m, in adapting to the new production system, integrated and developed various stylistic elements from the Swedish years in a radically different context. Transition and Transformation is the first book-length study dedicated to the films of Victor Sj str m made in Hollywood, which also nuances the picture of the American production system.